Thinking outside the box

If you want to promote your business what do you do?

Do you place and ad or, even better, try and get some editorial in the fashion magazines? Do you advertise on the Internet? Do you put up posters and get leaflets printed to publicise your latest promotion?

Well, one small e-commerce site Shoes of Prey have taken a different tack. The site, which allows you to design your own shoes, enlisted the help of a 16 year old YouTuber - Blair Fowler. She made a video extolling the benefits of the site and introducing a competition with a pair of their shoes as a prize. It received over 450,000 views and 90,000 comments - that's a lot of potential customers for a business that is less than 6 months old!

The Shoes of Prey site received almost 500,000 visits in the week the video launched and achieved something amazing. The brand buy in of all those people visiting the site and taking part in the competition and the increased brand awareness must have been a dream come true but there was one problem...

Blair Fowler's fans are primarily 13-17 year old girls. The shoes themselves cost between £115 and £180. How many 13 years old girls do you know with that kind of money? Well, not many and it shows. Although the site did receive huge numbers of visitors not many of those visits converted into sales. According to the site's owners traditional media coverage is still better at driving actual sales.

But, there is still a lesson to be learnt here. Thinking outside the box has resulted in a huge amount of coverage not only from viewers of the YouTube video but the traditional media who have covered the success of the campaign. Yes they paid Fowler but I'm pretty sure it was worth it.

However, if you want your advertising to increase sales straight away you have to put your target audience at the forefront of your mind. There is no point in attempting to publicise your site, store or brand through a channel your customers don't use. If however you are able to take a broader and longer term view, thanks to the Internet, the possibilities are endless.

And after all those 13 year old girls will get older and many will be able to afford £180. And if the brand experience was a good one, you can bet they'll remember the site when they are looking for that perfect pair of shoes.

Visit the Shoes of Prey site by clicking here

Read more about the YouTube campaign on their blog by clicking here

Training Opportunity

Given the past year or so and the ongoing financial uncertainty it would come as no surprise if your training budgets have been put on hold until things start to improve but, what if there was a way to invest in your staff without having to pay out?

Well, it seems that is what SkillSmart Retail and the Retail Trust are offering with the opportunity for ten people to attend their Oxford Summer School on a scholarship (aka for FREE!).

The week long course, which normally costs around £1750, includes a variety of learning experiences designed to help junior managers release their full potential and, hopefully, return to your business with all that valuable information.

These scholarships are likely to be incredibly popular so if you want to apply then "sooner rather than later" may be your best bet!

To learn more about this opportunity please visit the SkillSmart website by clicking here

Bloomin lovely leather

This weeks designer find is Tanya Igic. Originally from Serbia, her move to the UK allowed her to turn what was a part time business into a full time career making unique jewellery out of our favourite material - leather.

Collections include necklaces, bracelets, earrings, tiaras and hairpieces all carefully crafted using a special technique which involves layering the leather to create beautiful shapes. The majority of the collections are inspired by flowers and use silver chains and wire with the occasional glass bead embellishment.

So if it's something a bit different, something beautiful but something that's not too wacky - this jewellery could be for you. Take a look at her website at www.tanyaigic.co.uk to see what you think and, if you like it, you'll be glad to know there her designs are stocked in independent stores all over the country!

What are consumers thinking after the financial crisis?

Well, according to John Gerzema there are four major cultural shifts that are driving a new type of consumer - one driven by value and values.

He believes that the crisis, while admittedly difficult, has also provided businesses with opportunities if they can only tap into the new style of consumerism and he should know what he's talking about. As someone who spent his career creating and guiding the brand strategies of many household names including MacDonald's and Coca Cola, he is now Chief Insights Officer for American marketing giant Young and Rubicam.

Below is a link to his talk from a TED conference back in 2009. It is based on the American situation and their consumers but, as you would expect, there are many parallels to our own situation. For the sake of just over 16 minutes it is worth the watch just for the insights and the ideas it generates in how you may be able to move your business forward by thinking like your customers.

To watch the video on www.ted.com click here

How to make your own luck

We all know that the past year or so has been hard. We are all trying to find ways to survive the effects of the recession and take advantage of the recovery when it happens but when the experts are telling you that you have to make your own luck in 2010 - what exactly does that mean?

Well, it was the main message at the Retail Week Conference earlier this month and many of the top names from the industry got together to share their thoughts. It seems that your approach will depend on what sort of business you have and what targets you are setting for yourself but after reading a variety of reports from the conference, here are the main themes that seemed to pop up.

• Leverage the strength of big brands rather than underplaying them - it's all about making the best of what you've got.
• Concentrate on the profitable areas and think carefully before diversifying into the unknown.
• Think strategically about multi channel services - just because customers may buy online it doesn't mean that they don't want to in-store experience as well.
• Think about the provenance of your products and be transparent, customers are becoming more aware of environmental and social issues and want to feel good about their purchases.
• Service is all important - make the customer feel important and good about themselves and return business is more likely.
• Finally, and perhaps most importantly, watch the market and respond to the changes. If more retailers had been aware of the impending banking crisis they may have been able to avoid the worst of the repercussions.

This is by no means a comprehensive list and there will be a whole host of other ways to "make your own luck" this year but it seems that main message is that success is down to you, the retailer. It is no longer enough to rely on passing traffic or traditional promotions - the market has moved on and we all need to too.

It's the Life of Riley

This week's favourite website is not shoes, bags, or even anything related to clothing - this week it's all about interiors.

Independent retailer Life of Riley might be based down in Essex but if that's a bit far for you to travel, worry not. Their selection of classic aged leather items, quirky furniture and other interior accessories are all available online at www.lifeofrileyonline.co.uk

Many of the products are handcrafted by individual designers and bought together in a store of loveliness. Here are a few of my favourites:

Beautifully aged leather storage trunks available in small, medium and large and starting at around £100. Obviously it's not just me that loves these as they are one of Life of Riley's best sellers - click here to see more

I also love the "Buckled bag", a leather magazine rack that bears a striking resemblance to a giant handbag for just £75 - click here to see more

And the leather wine holders would make a fantastic wedding gift - or any other type of gift for that matter, click here to see more

Finally, if you want something a bit more tactile, a bit softer why not take a look at the baby alpaca throws. You can almost feel how soft they are through the computer screen,
click here to see more

I'll leave you to go and explore the rest of the website and find your own favourites.

We'll be back again next week with more independent retailers but for now - Happy Shopping!

A new shopping aid or just a passing fad?

Orgasizer, a Belgian company aiming to help people buy clothes as gifts, has been featured on one of our favourite sites - Springwise.com

The idea is fairly simple. Users register, fill in all their details including sizes and preferences in a variety of styles of clothing and then decide what information they want to share and who with. The idea is that family and friends could then log on, check sizes etc before going to purchase that all important gift.

The benefit for the shopper - they don't have to actually ask the intended recipient and ruin the surprise or possibly risk causing offence.

The benefit for the recipient - well, the site also allows you to create wish lists and reminders of important days so not only will your friends be less likely to forget that special occasion but you'll get a gift you actually want that fits (that's the theory anyway).

And the benefit for retailers - it might encourage more people to actually buy clothes as gifts because people won't have to worry about whether its something the recipient actually wants but also, in theory, the site would mean a reduction in returns.

I can see what they are trying to achieve but personally I'm surprised that this idea hasn't already appeared as an application on social networking sites like Facebook or an app for an iPhone.

Having said that I haven't seen the actual site so I haven't been able to properly assess the idea. (All I got was an error message but, according to Springwise, the organisers are still ironing some issues with the site so hopefully it will be available for us all to look at soon.)

But, if the site does come to fruition is it something retailers will welcome? Springwise suggests it may be something retailers will wish to sponsor or otherwise get involved in but what do you think?

Read the full Springwise feature by clicking here

Belt up this Spring...

It seems that as Spring approaches more and more of us are starting to re-discover our Spring Wardrobes.

All those brighter colours and lighter fabrics are enough to make you smile but if you want to rejuvenate some of those items to make them fresh for this year why not take a look at this article from last Friday's Guardian. It shows you how to make a new belt for your trench coat (or anything else you want a new belt for really).

Now, we always knew that a good belt is the key to many an outfit but if you're not the crafty type don't fear - you can always buy one that's been made by the experts. And, if you're a retailer looking to cash in on the trend why not see if there are any belts you would like to stock from our own independent range on this website.

All you have to do is go to our trade site by clicking here, sign up so we can confirm you're not a spambot, and then you'll be free to roam around the site and take your pick from the selection of fantastic belts on offer!

Happy Shopping!

Inspired by nature

Fridays have become a time to look at independent designers. They could be new and upcoming or, like today's choice, really quite well established - what matter is that they are doing things their way, providing something unique and different to the marketplace.

Today's designer has been in business since 1986. After studying at Sir John Cass School of Art in London Alex Monroe embarked on what has become an incredibly successful career in jewellery design.

Inspired by nature, many of his collections feature elements of the British countryside made in gold and sterling silver. Collections in include:

• "Gardner" which includes watering cans, ants, leafs and my favourite - a thin string ring that looks like a incredibly delicate loop of twine tied round your finger.
• "Lucky Clover" which, as you would expect, feature large four leaf clovers and horseshoes for all those looking for a little bit of extra luck.
• "Sunblossom" with pieces featuring beautiful flowers, leafs and hummingbirds

If you want to see more of Alex Monroe's stunning jewellery you're in luck - his designs are sold in over 100 stores across the UK and Ireland including Liberty's of London. But, if you can't make it to one of the stockists check out all the designs on www.alexmonroe.com

Happy shopping!

Have you ever used events in an attempt to increase footfall?

According to the Fashion United blog this Monday more and more retailers are using events in an attempt to lure customers into their store.

From those linked to certain dates in the Calender (Valentines, Christmas, Mother's Day etc) to collaborations with designers, special events for loyal customers and to exclusive access promotions, it says that retailers are doing everything they can to promote their point of difference from those next door.

Honestly, I think many of these things will work - after all anything that is designed with benefit for the consumer at the heart of it is likely to encourage footfall but do they always make a difference to sales? Or, do the savvy customers come and enjoy the event and then leave without parting with any cash.

If you've ever held an event to try and encourage customers into your store why not let us know how it went by taking part in our new poll on the right.

If you'd like to leave a few more details about your event in the comments section that would be great too.

Conflicting surveys make it difficult to tell whether things are on the up

As spring finally arrived last week it seemed positive news was coming with it. There were signs of recovery. They were small and fragile, but they were there.

Numbers released by the CBI at the end of February reported clothing sales for the month rose at their fastest rate since October 2006. A report from Retail Week showed the continued good fortune of major retailer John Lewis who announced a 14.8% sales increase to 50.4 million last week. The increase included strong sales of fashion and online sales rising by 41%.

So what's the bad news? Well it seems that the statistics may, once again, be hiding a slightly different reality. According to a report from Drapers Online, shopping patterns for February have continued to be volatile and retailers they interviewed said February had been lacklustre with no real signs of the situation easing.

The overall message - it's always possible to put a spin on statistics depending on whether you are after a positive or negative message. The important thing is what is actually happening with your company. Are you strong and riding the wave of recovery like John Lewis or are things more difficult for you like so many of the smaller retailers still struggling to keep their heads above water?

Whichever it is maybe the answer is to look objectively at those who are doing well and learn from their successes and look at those who are going under and learn from their mistakes. Or, if all else fails, you can always try crossing your fingers and hoping for the best.

Creepy things indeed...

During my usual Internet adventures this week I came across a blog by Vonwoof. She bills herself as an art director by day and a freestyle crochet queen by night but I'm afraid it is not her skills that initially caught my eye.

A post on Monday featured the work of an artist called Meryl Smith entitled "creepy things with leather" and that does indeed describe what came next.

It seems Smith has made a series of leather sculptures made in a unique "tongue in cheek" style but which certainly have an impact. There's a more light hearted "Don't Hog the Ball" featuring a pig with markings like an American Football but I think the one that really got me is "Excessory baggage" featuring a chihuahua dog covered in a very recognisable style of branding and handles.

You can see what I'm talking about here. Trust me, it's worth a quick look

Note to readers: While we hope you enjoy the links provided on this blog, George Stuart cannot be held responsible for any content in the external sites we link to.

Which approach works better - "Use it or lose it" or "Try us First"

From what I can gather, independent retailers are still having a tough time of it, with many still struggling to survive.

Trying to encourage customers to buy in the current environment is still difficult. The recovery maybe getting closer but it seems it's not here just yet. But, as some of the bigger stores such as John Lewis are seeing good sales figures, what can the independents do to compete?

Well, I guess there's all sorts of angles they can try but when I read this article from www.getsurrey.co.uk there were a couple of things that resonated. Admittedly the article is about independent stores in a small town rallying together after WHSmith announced they wanted to open a store in the town but the principles that Roger Coupe, president of the local Chamber of Trade, highlighted could apply to any independent retailers in any sector.

Essentially the retailers have launched a "Try us first" campaign. Why that particular slogan? Well, according to Mr Coupe previous campaigns based on the "use it or lose it" principle just don't work. He says that the retailers know they have no right to expect consumers to shop with them but they can urge them to try the independents first so they have a chance to show why it is better to shop with independents.

And I have to agree. Trying to guilt people into shopping at your store might get a few more customers at the time of the campaign but it is simply not sustainable. In fact I would suggest it might even be slightly damaging. You want people to feel good and enjoy the experience they have in your store not feel guilty if they don't buy something and take on the responsibility of your businesses survival.

Using the "Try us First" principle gives retailers the chance to show the advantages of shopping in independents - better knowledge, differentiation, superior customer service - that will encourage people to come back again and again.

Read the full article from www.getsurrey.co.uk by clicking here

The other side of the story...

Last week we reported the apparent increase in popularity in ethical, "Eco" fashion but it seems that while some ethical retailers are prospering, others are not.

A Report from the Guardian online yesterday reported the problems encountered by online ethical retailer Ascension. After launching with the ambition to provide stylish ethical fashion that didn't cost a fortune, the company was sold last week for the token price of just £1.

It seems that although research from the Co-operative Bank states that spending on ethical goods has increased threefold in the last decade, it still wasn't enough to keep the company afloat with sales not making enough to pay the bills. In fact, while the Co-op's report is mainly positive about the increases in ethical trading even the authors noted that while spending on organic, fairtrade and recycled clothes had continued to increase it was still half of that spent on second hand clothes.

After a desperate hunt for funding and a wish to avoid liquidation, the company's founder and CEO Adam Smith managed to strike a deal with dotcom entrepreneur Luke Heron. In the Guardian report Heron says he intends to combine the online retailer with his existing ethical business Green Baby in the hope to preserve jobs.

So, is ethical fashion really a viable business opportunity? Some like People Tree seem able to make it work while others struggle to build a brand that can survive the tough times. Or is it simply that in a recession people are more worried about paying their bills than where their clothes come from?

If the success of bargain brands like Primark continues to grow, despite previous allegations over where and how their clothes were made, it seems that for many the choice is still based on price rather than ethics.

But, while all of these viewpoints have been reported in the media what do the consumers say? What is more important to you and your customers - ethics or price?

Read the full Guardian article by clicking here